As Deputy Executive Creative Director at VCCP Kin, Shirin leads a team of 12 social-first thinkers to create campaigns, content and experiences for a diverse range of client partners from the British Red Cross to EasyJet to TikTok. She joined from Havas UK's culture, sport, and entertainment shop Cake, where she served as Executive Creative Director leading the agency’s creative output for the likes of UNICEF, EE, BBC, Gordon's Gin, Rekorderlig, and Coors Light.
She has 23 years' experience making brands famous via social, content, experiential, PR, and emerging technology at creative agencies, start-ups, and social platforms in New York, London, and Sydney. Prior to Cake, she was Creative Director at the LADbible Group where she helped build the creative team and launch the publisher's in-house creative agency Joyride, making social campaigns and content for clients such as RNLI, the Home Office, and Netlfix.
She's known for her non-traditional approach to innovating brands and connecting them to culture and has created some of the world's first and biggest social media communities and campaigns for brands such as Marmite, Spotify, and the Olympics.